PENGARUH GREEN MARKETING: GREEN PRODUK, GREEN PROMOSI, DAN GREEN PRICE TERHADAP KEPUTUSAN PEMBELIAN PADA IKEA KOTA PALU MELALUI PERILAKU KONSUMEN

This study aims to determine the effect of green marketing specifically green products, green promotions, and green pricing onpurchasing decisions at IKEA in Palu, with consumerbehavior serving as a mediating variable. The method used is quantitative with an explanatory design approach. The population in this study consists of IKEA customers in Palu City, with a sample of 100 people selected using purposive sampling based on the sample size formula for the population with a margin of error of 0.10%. Data were collected using a questionnaire and analyzed using SEM-PLSviaWarpPLS8.0.Theresultsofthis study indicate a positive influence of green marketing comprising green products, green promotions, and green pricing on consumer behavior and purchasing decisions. These findings suggest that green marketing not only meets practical needs but also provides emotional value, such as satisfaction and a sense of pride in contributing to environmental conservation. By focusing on sustainability, transparency, and education, this approach enhances consumers’ awareness of the importance of environmentally friendly products.